We use the net intensely and our searches for information include giving our data to a wide variety of companies. People know their data is used just for the purposes described in the Privacy terms and conditions of each web. And, commonly, those provisions are tolerable and adequate if look at them carefully.
The problem starts when you don t remember where your data is stored and want to recover some privacy. Many people I know fill forms from many different projects every week. Even if they are systematic in saving their web surfing history, it s very easy to fail to remember all services in where they are considered customers or users.
But the problem is much more complex.
When a person needs to decrease (or even eliminate) his exposure in the net, he is facing an enormous and extremely intricate problem. He probably can get in touch with the companies to erase his personal data from their registers, and this is not complicate. Where suffering begins is because he also has to contact the big search engines in order to delete the traces they store (without his permission). That is a genuine problem.
Who has ever expressly accepted the use of his data (in the most comprehensive and wide definition of this concept) stored by the search engines?
See also this article from New York Times.
